Definition:
Marketing myopia is a concept developed by Theodore C. Levitt in 1960, which says that companies focus on their needs & short term growth strategies instead of taking care of the needs & wants of the consumer & therefore fail due to their short-sightedness. The firm is not able to adapt themselves to the highly dynamic market where consumer needs & wants are changing frequently. The company is not able to predict future & think on long terms.
Further Reading:
Book: Playing to Win by A G Lafley and Rogel L. Martin